What are the 3 types of media effects?

Lesson Summary The direct effects theory, in which the media has direct effects and is responsible for society's ills. The indirect effects theory, in which media exposure affects people in different ways. The agenda-setting theory, in which the media determines what is important. More items... •

study.com - Media Effects: Definition, Effects & Beliefs - Video & Lesson Transcript

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Core Effects

The environmental documentary The Age of Stupid exemplifies the boomerang effect, which has a direct boomerang effect based on a particular media's message. Its message about managing carbon emissions generated a favorable outcome because it generated positive feedback. The result was that it helped to cause 46 countries to launch the 10:10 carbon cutting initiative and raise $1.5 million to sustain the effort. The documentary's positive message boomeranged back with positive results. The negative news story is an example of the reciprocal effect. This refers to the effects of past and anticipated media coverage on the subject of a news story. These effects can include emotional, social, or financial. The 1998 scandal involving Monica Lewinsky and President Bill Clinton demonstrates the reciprocal effect. Clinton's job approval rating rose 10 points in the first 10 days of coverage about the scandal. He ultimately was able to survive impeachment, and to this day he has many defenders. Lewinsky, on the other hand, was subjected to massive negative publicity and is still an object of ridicule and public shaming. Lewinsky remained silent for many years about her treatment, and only in 2015 in her TED talk, The Price of Shame, did she reveal the reciprocal effects of media coverage on her life. So why does media have these effects? There are several theories.

Direct vs Indirect Effects

The direct effects theory is based on several assumptions:

That media messages overpower other influences

That people are passive consumers of media and have predictable responses

That people are naturally irrational and instinctive

That media has immediate and universal effects on people and contributes to society's ills. The 1938 radio broadcast of The War of the Worlds has long been seen as an example of the overpowering effect of mass media despite the fact that the story has been massively overblown over the ensuing decades, with claims of national hysteria ensuing over a believed alien attack, when it was really more localized.

The overblown story itself represents a good example of the direct effects theory in action and, indeed, later studies, however, began to discount the direct effects theory. Today, media researchers see the theory as outdated. Why, they ask, doesn't everyone who plays violent video games then go on killing sprees?

The indirect effects or conditional effects theory proposes that individuals vary in how they perceive and retain information. For example, the different ways that people perceive Clinton and Lewinsky (reciprocal effect) after seeing the same news stories is an indirect effect.

Other Theories

All right, let's now look a bit closer at some of these theories dealing with media effects.

1. Agenda-Setting

The agenda-setting theory states that mass media determines the issues of concern rather than the public and, as a consequence, issues with heavy media focus take precedence in the minds of the public and other issues are marginalized.

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What does 21 mean on Instagram?

"Quit" is the most common definition for 21 on Snapchat, WhatsApp, Facebook, Twitter, Instagram, and TikTok. 21. Definition: Quit.

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What Does 21 Mean?

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Do you know a slang term that we've missed? Please tell us using this form. 21 means "Quit."You now know whatmeans, but are you good at Cyber Speak? Well, let's see!This video shows the different ways that numbers are used in "text speak":

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